scholarly journals Loyalty programs as a part of company’s marketing strategy

2011 ◽  
Vol 59 (2) ◽  
pp. 199-204 ◽  
Author(s):  
Klára Mrkosová ◽  
Ondřej Dufek ◽  
Luděk Majer
Keyword(s):  
Czech Republic ◽  
Marketing Strategy ◽  
Customer Loyalty ◽  
Personal Information ◽  
Consumer Involvement ◽  
Loyalty Programs ◽  
Current Status ◽  
The Czech Republic ◽  
Customer Loyalty Programs ◽  
Desk Research

This paper aims to characterize the current status of using customer loyalty programs in the Czech Republic. Customer loyalty programs are evaluated as a part of marketing communication, where especially customer cards have a specific role in communication mix of selected companies. Furthermore, customer loyalty programs are evaluated from the perspective of internal marketing system company, as an invaluable source of data about customers. Obtained data are used for decisions on segmentation, targeting and overall marketing strategy. Customer loyalty programs in the Czech Republic are also examined from the perspective of consumers – factors that influence consumer involvement in these programs are evaluated. The paper also shows the results of desk research about personal information provided by consumers to engage in customer loyalty programs.

An approach to develop effective customer loyalty programs

2009 ◽  
Vol 19 (6) ◽  
pp. 702-720 ◽  
Author(s):  
Richard Ho ◽  
Leo Huang ◽  
Stanley Huang ◽  
Tina Lee ◽  
Alexander Rosten ◽  
...  
Keyword(s):  
Customer Loyalty ◽  
Loyalty Programs ◽  
Customer Loyalty Programs

scholarly journals Measuring costs of noise pollution generated by freight transport: Case of the Slovak and Czech Republic

2021 ◽  
pp. 1-18
Author(s):  
Břetislav Andrlík
Keyword(s):  
Czech Republic ◽  
Slovak Republic ◽  
Noise Pollution ◽  
Freight Transport ◽  
Current Status ◽  
Negative Externality ◽  
Actual Measurement ◽  
The Czech Republic ◽  
Marginal Costs ◽  
Negative Impacts

The paper focuses on measuring and quantification of the negative externality of noise pollution generated by freight transport in the Slovak Republic and the Czech Republic. The paper describes negative impacts and significance of noise externalities, whereas it is established that noise causes psychological and physiological harm to affected persons. A separate part of the paper is dedicated to the current status of the European legislation dealing with the issues of the negative externality of noise pollution, in particular Directive 2002/49/EC of the European Parliament and of the Council and Communication COM(2008) 435. The actual measurement of the total, average and marginal costs of noise pollution is implemented in line with the defined methodology and using expert studies defined in the paper. The measurement results show that the costs of the negative externality of noise pollution are high in both countries. According to authors’ calculations, the total costs of the negative externality of noise pollution amount to EUR 100.8 mil in the Czech Republic and EUR 16.9 mil in the Slovak Republic. The paper contains a proposal of internalisation of these costs in the form of performance charges applied to operation of heavy goods vehicles.

Building an Effective Customer Loyalty Program

2018 ◽  
pp. 195-212 ◽  
Author(s):  
Kumari Smriti
Keyword(s):  
Customer Loyalty ◽  
Loyalty Programs ◽  
Loyalty Program ◽  
Targeted Marketing ◽  
The Right ◽  
Customer Loyalty Programs ◽  
A Company ◽  
Loyal Customers

Customer loyalty schemes is a practice, employed by retailers, to reward their loyal customers. It entails giving incentives such as loyalty cards, reward points, etc. These also serve as a repository of information about a customer which helps in targeted marketing. This chapter analyses some of the successful customer loyalty programs by companies, discusses some of the reasons of failures of such program and looks at what industry experts have to say in this regard. We then collate all this information to suggests a process to identify and choose the right customer loyalty programs for a company.

scholarly journals Brand importance across product categories in the Czech Republic

2016 ◽  
Vol 11 (1) ◽  
pp. 341-354
Author(s):  
Tomáš Formánek ◽  
Radek Tahal
Keyword(s):  
Customer Loyalty ◽  
Brand Loyalty ◽  
Product Category ◽  
Point Of View ◽  
Loyalty Programs ◽  
Primary Data ◽  
Empirical Estimation ◽  
The Czech Republic ◽  
Product Categories ◽  
Empirically Supported

Abstract This paper deals with customer loyalty to brands and provides an analysis of brand-related attitudes among Czech consumers. Brand loyalty is a very important aspect of competitive marketing and we contribute an empirically supported point of view on the topic. Based on primary data from a complex consumer survey carried out for the purpose of this study, we investigate the extent of brand loyalty across different product categories, mostly fast moving consumer goods (FMCG). For convenience, the analysis of our survey-data may be divided in two main areas. First, product categories are ranked according to their potential power to attract customers’ interest and loyalty towards brands. When loyalty programs are prepared, it is important to discern product categories where loyalty potential is weak from those categories that attract consumer loyalty. Second, sociodemographic features and lifestyle factors from the survey are evaluated with respect to different product categories, by means of logistic regression and subsequent average partial effect (APE) analysis. A detailed and practically oriented interpretation of the empirical results is provided by the authors. However, both corporate marketers and academic readers can use the tables with empirical estimation outputs that are provided in this article to draw their own conclusions, which may be focused on the product category of interest and/or focused on any specific consumer group that is of particular interest. Among other topics, this paper emphasizes the fact that brand loyalty is a highly complex phenomenon and that it can and should be analysed from different perspectives.

Innovating the customer loyalty program with social media

2019 ◽  
Vol 32 (5) ◽  
pp. 807-823 ◽  
Author(s):  
Wu He ◽  
Xin Tian ◽  
Feng-Kwei Wang
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Theory And Practice ◽  
Loyalty Programs ◽  
Loyalty Program ◽  
Data Set ◽  
Content Type ◽  
Media Technologies ◽  
Customer Loyalty Programs

Purpose Few academic studies specifically investigate how businesses can use social media to innovate customer loyalty programs. The purpose of this paper is to present an in-depth case study of the Shop Your Way (SYW) program, which is regarded as one of the most successful customer loyalty programs with social media. Design/methodology/approach This paper uses case study research as the methodology to uncover innovative features associated with the SYW customer loyalty program. The authors collected the data from SYW’s social media forums and tweets. The data set was analyzed using social media analytics tools including the R package and Lexicon. Findings Based on the research results, the authors summarize innovative social media features identified from SYW. The authors also provide insights and recommendations for businesses that are seeking to innovate their customer loyalty programs using social media technologies. Originality/value The results of this case study set a good example for businesses which want to innovate and improve their customer loyalty programs using social media technologies. This is the first in-depth case study on the SYW program, one of the most successful customer loyalty programs with social media. The results shed light on how social media can innovate customer loyalty programs in both theory and practice.

Moral Hazard and Customer Loyalty Programs

2007 ◽  
Author(s):  
Leonardo J. Basso ◽  
Matthew T. Clements ◽  
Thomas W. Ross
Keyword(s):  
Moral Hazard ◽  
Customer Loyalty ◽  
Loyalty Programs ◽  
Customer Loyalty Programs
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